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2024 AGENDA
The agenda for the HSMAI Revenue Optimization Conference has been developed by the senior leaders in Revenue Management and Commercial areas to ensure we are providing the most appropriate sessions for hotels and resorts to attend to learn more about how you can increase your revenue and profit! Lots of hotel speakers will share their experience and knowledge with the audience.
Day 1 Agenda: Wednesday 8th May, 2024
REVENUE OPTIMIZATION CONFERENCE
HELICONIA BALLROOM
Welcome from the HSMAI Asia Pacific and introduction and overview of the 2-day program by the HSMAI Asia Pacific Commercial Advisory Board.
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Dr. Michael A. Kruesi Associate Professor, Hospitality Business Program, Singapore Institute of Technology -
Cat Yehong Wu, CRME Corporate Director Revenue Management at Rosewood Hotels & HSMAI Commercial Advisory Board Member
Forecasts and economic insights on how the Travel & Tourism Industry in APAC will develop in coming years. Michael will share projections on travel flows for APAC, including insights on the growth of key source markets such as China and India, risks to the outlook and expected shifts in global travel trends.
Learn about the changing APAC Travel Trends focusing on the key motivations of people to travel in APAC, how they are planning their trip, and which touchpoints they use.
Catalysts for Change. Traveller expectations have changed over the past four years – the hospitality industry of 2023 is not that of 2019. Today, personalization, flexibility, and sustainable journeys supported by modern digital tools to remove friction sit at the top of traveller’s wish lists. We will explore how the industry will be able to deliver on these expectations.
The hospitality industry is increasingly driven by technology, from booking platforms to in-room experiences. By integrating commercial strategies with technological advancements, hotels can innovate and maintain a competitive edge. HSMAI is bringing the Commercial and Tech leaders together to test whether we can drive a unified vision and approach towards the hotel’s growth and customer satisfaction strategies. A combined discussion can highlight the importance of digital platforms in marketing and distribution, crucial for implementing customer-centric strategies.
Decision-making is easier if you know which data to use in different scenarios. Learn about which data is relevant in different situations, and how you can use AI to help you bring out the insights that fuel your decisions.
A spotlight discussion on the complimentary roles of traditional sales skills and digital tools in creating a more personalised, efficient, and effective sales process.
A one-on-one discussion with Jeanne Chan, Sunway Resorts Malaysia Director of Commercial Sales, and Dan Hiza, Vice President of Business Development with Plusgrade, reviewing Sunway’s 2024 initiative to deliver meaningful incremental revenues through high-impact offers and high guest engagement.
This session will cover HSMAI Asia Pacific’s recent progress and upcoming events. The session also aims to support commercial leaders in the hospitality industry by providing more resources and networking opportunities to improve strategies and leadership skills.
This is your chance to ask questions and discuss current topics with your peers. 10 Roundtables will be setup, catering for 10-15 people at each table. There will be a facilitator at the each table and you’ll have 20 minutes at each table and can swap to another table once. So, you’ll get to take part in 2 discussion topics.
In today’s rapidly evolving hospitality landscape, the traditional revenue management playbook is no longer enough. The forward-thinking hotelier must transcend numbers and forecasts to place the customer at the heart of every strategy. Join us for a transformative session on ‘Essentials of Customer-centric Revenue Management,’ where we will unveil the symbiotic relationship between revenue optimization and customer satisfaction.
This engaging session will empower you with innovative methodologies and practical insights to refine your revenue management approach. Learn how to leverage cutting-edge data analytics and customer feedback to tailor your offerings, ensuring they not only meet but exceed the evolving expectations of your guests. Discover the art of dynamic pricing strategies that resonate with customer value perception, driving both bookings and loyalty.
We will explore case studies from industry leaders who have successfully integrated customer-centric practices into their revenue management, resulting in enhanced guest experiences and improved bottom lines. Engage in thought-provoking discussions on overcoming the challenges of implementing these strategies in various hotel contexts, from boutique to global chains. Whether you’re looking to fine-tune your revenue management framework or revolutionize it with a customer-first approach, this session is your gateway to unlocking new avenues for growth and customer engagement. Don’t miss the opportunity to redefine what success looks like in the hospitality industry by bridging the gap between revenue optimization and customer satisfaction.
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Dr. Detlev Remy HSMAI Commercial Advisory Board and Associate Professor at Singapore Institute of Technology
Discover key strategies for integrating technology into your restaurant to boost efficiency and customer satisfaction. This overview will highlight essential tips for choosing the right digital tools, streamlining operations, and enhancing the dining experience, ensuring a smooth adoption and impactful results.
Jun will explore the evolving landscape of hotel marketing channels. Discover if source marketing can still be your key strategy to outpace competitors and significantly boost your revenue in the face of shifting sales dynamics.
In an era where sustainability is no longer a choice but a necessity, the commercial arms of hotels and resorts are uniquely positioned to drive meaningful change, not just within their operations, but also in influencing customer behavior and building lasting loyalty. This session is designed to empower commercial teams with the knowledge, strategies, and innovative practices needed to integrate sustainability into the core of their business models and customer engagement strategies. We delve into the transformative role that commercial teams can play in championing sustainability within the hospitality industry.
Targeting the right customer at the right time is more crucial than ever. This session will explore innovative types of content that go beyond traditional marketing, focusing on dynamic and personalized approaches to capture and convert interest into stays. Discover how to leverage the latest digital tactics to not just meet, but anticipate customer needs, ensuring your marketing efforts hit the mark every time. Don’t miss this opportunity to transform your approach and achieve precision in your promotional activities.
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Charline Boccara VP Digital, Distribution & Loyalty – Southeast Asia, Japan & South Korea Accor
How Marketers can leverage new and existing technologies, data, and digital media channels to optimise performance and unlock personalisation at scale.
Whether you love it or hate it, we all need to learn to enhance our skills around sharing the story data creates. Through hands-on experience and examples, [This session] will show you how stories help clarify data and create more convincing arguments. You will leave this event understanding how to structure a compelling, memorable data-driven message, and structure a story around it. You will also gain practical tips to inspire your stakeholders to action.
ROC MENU
EASY REGISTRATION
Pricing:
2 Day pass to the conference and Masterclass day: Free for HSMAI members or from US$295 for Hoteliers
Includes:
- 2 Full days of Conference sessions, panels and interactive sessions
- 1 Full day of Masterclasses specifically designed for Hoteliers
- Welcome Coffee/Tea both days
- Morning & Afternoon Tea both days
- Full buffet Lunch both days
- Cocktails, Canapes & Networking on 8th & 9th of May
Day 2 Agenda: Thursday 9th May, 2024 - MORNING
HSMAI & HTNG Joint Sessions
BEGONIA BALLROOM
Join Karen Yue, Group Editor, TTG Asia Media’s TTG Travel Trade Publishing, and Garth Simmons, COO of Accor Asia Pacific, in an engaging fireside chat to explore the latest trends and innovations reshaping the hospitality industry. Gain valuable insights from two industry leaders as they discuss strategies for navigating challenges and driving success in the ever-changing landscape of the hotel industry in the Asia Pacific region. Don’t miss this opportunity to hear firsthand perspectives from the top executives shaping the future of hospitality.
Tailored for hotel professionals, this presentation offers an in-depth exploration into the ever-evolving ecosystem of corporate travel booking technology and third parties. From actionable frameworks to hypotheses on where the ecosystem will go next, this session will equip business leaders with the tools needed to anticipate and proactively react to new tech players ensuring your business not only adapts but excels in this ever-changing landscape.
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Ramesh Daryanani VICE PRESIDENT GLOBAL SALES - APAC, MARRIOTT & HSMAI COMMERCIAL ADVISORY BOARD MEMBER
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We will deep dive into the cognitive decision-making processes of revenue management (RM) professionals, encompassing directors, managers, and analysts. This involves elucidating the collaboration between revenue management professionals and revenue management systems. Our focus is to understand their interventions in RM systems and how these decisions influence their revenue management strategies, considering the characteristics of individual decision-makers and organizational factors.
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Basak Denizci Guillet, PhD, CHE HSMAI Commercial Advisory Board and Revenue Professor, Griffith University - Brisbane
This session will explore the practical ways we can harness the power of foresight and future thinking to design the future of hospitality technology and distribution.
HSMAI Masterclasses - Ancillary
CASSIA 3212
Embark on a deeper exploration of the world of RM tools and methodologies, guiding you on how to choose the best approach tailored for your restaurant’s success. Join us for an enlightening workshop led by the esteemed Professor Sherri Kimes, an authority in revenue management. Drawing from her latest insights, this session promises actionable takeaways:
* The RRM Toolbox Unveiled: Learn about the tools available to you to boost profitability.
* Data-Driven Decisions: Leverage analytics for smarter menu and pricing choices.
*Consumer Insights: Understand how customer behavior influences revenue strategies.
*Interactive Learning: Engage in hands-on exercises for real-world applicability.
*Networking Opportunity: Connect with peers and share innovative solutions.
Join us for a transformative experience designed to elevate your business in the competitive restaurant landscape.
This masterclass aims to bridge the understanding between hotel rooms and event spaces, showcasing the similarities and unique characteristics that each space. Participants will learn about various revenue sources associated with event spaces and the concept of flow-through percentages in managing profits. This masterclass is designed to empower hospitality professionals with the knowledge and skills to optimise the use of spaces within the hospitality industry, enhancing guest experiences and maximizing revenue.
12:00pm - 2:15pm HSMAI Chief Revenue & Commercial Officers Roundtable
CASSIA 3211
Invitation-only Roundtable facilitated by HSMAI for the heads of Commercial, Distribution & Revenue Management. This is a discussion forum open only to hoteliers who lead the relevant discipline for their brand/company. Please contact us if you’d like to be invited.
Day 2 Agenda: Thursday 9th May, 2024 - AFTERNOON
HSMAI & HTNG Workshops
BEGONIA BALLROOM
Explore the transformative potential of Artificial Intelligence (AI) for hotels and hotel brands in this innovative workshop. We’ll use a set of specialist cards that represent both current and future AI capabilities alongside roles within the hospitality industry. Participants will engage in a creative and strategic exploration of how AI can revolutionise their businesses. This session offers an opportunity to think collectively with industry peers about the impending changes AI might bring. It’s not about predicting the future; it’s about developing the agency to make meaningful, strategic decisions in adopting AI. Through a structured approach to futures thinking, attendees will emerge equipped to gain a strategic advantage in the evolving landscape shaped by the increasing adoption and experimentation with AI.
Whether you love it or hate it, we all need to learn to enhance our skills around sharing the story data creates. Through hands-on experience and examples, [This session] will show you how stories help clarify data and create more convincing arguments. You will leave this event understanding how to structure a compelling, memorable data-driven message, and structure a story around it. You will also gain practical tips to inspire your stakeholders to action.
Explore the transformative potential of Artificial Intelligence (AI) for hotels and hotel brands in this innovative workshop. We’ll use a set of specialist cards that represent both current and future AI capabilities alongside roles within the hospitality industry. Participants will engage in a creative and strategic exploration of how AI can revolutionise their businesses. This session offers an opportunity to think collectively with industry peers about the impending changes AI might bring. It’s not about predicting the future; it’s about developing the agency to make meaningful, strategic decisions in adopting AI. Through a structured approach to futures thinking, attendees will emerge equipped to gain a strategic advantage in the evolving landscape shaped by the increasing adoption and experimentation with AI.
HSMAI Sessions & Masterclasses
CASSIA 3312
Malte Jess from Google will be providing the right information on the implications of third party cookie deprecation for marketers, and taking you through some strategies to handle the new environment. Marketers! Don’t miss this important information.
This session aims to highlight the transformative potential of Blockchain technology in redefining sustainability within the Hospitality Industry. The blockchain’s decentralised nature offers a significant opportunity to streamline operations, reduce intermediaries, increase reliability and lower energy consumption; all of which aligns with the sustainability goals of the hospitality industry. Learn how you can embrace Blockchain innovations to carve out a pathway toward a future that is not only sustainable and efficient but economically viable.
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Dr. Michael A. Kruesi Associate Professor, Hospitality Business Program, Singapore Institute of Technology
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Dr. Detlev Remy HSMAI Commercial Advisory Board and Associate Professor at Singapore Institute of Technology
Saurabh is taking a commercial approach to cybersecurity Join us for an insightful session on bolstering cybersecurity defenses tailored specifically for hospitality chains. Discover cutting-edge approaches, including the concept of ‘white-hat hacking,’ to fortify your organization’s digital resilience. Saurabh will emphasise the critical role of commercial leaders in understanding and championing cybersecurity initiatives. Gain valuable insights into the profound impact cybersecurity has on business operations and learn best practices for proactive defense measures. Don’t miss this opportunity to elevate your cybersecurity strategy and safeguard your business against evolving threats.
Lighthouse will present the latest strategies to target Chinese mainlanders, the current industry outlook as well as some overall APAC trends.
Elevate your leadership with the “Influence & Impact: Mastering Executive Presence” workshop. Learn what sets good leaders apart from great influencers who seem to lead effortlessly. You will learn the key components of Executive Presence and how you can improve your influence on the people around you. You will engage in role-play activities and practical exercises to get started on this journey of growing in your influence. Don’t miss the opportunity to learn about a soft skill that will propel your career to the next level.
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Heidi Gempel Managing Partner & Founder at HGE International & Facilitator HSMAI Commercial Advisory Board
Profit-Oriented Revenue Management (PORM) represents a strategic pivot, infusing traditional revenue management with key financial concepts like flow-through, marginal gains, and total revenue balance against actual profit. This approach doesn’t just skim the surface of financial influx but dives deeper into the essence of enduring profitability.
"Revenue is vanity: Profit is sanity"
The mantra “Revenue is vanity: Profit is sanity” holds in the realm of PORM. Revenue optimisation has been the bedrock of hospitality management, focusing on filling rooms and maximizing sales through strategic pricing and inventory management. Hotels have started to move to total revenue management to maximize the revenue per guest. Yet, this is still a focus on revenue and often overlooks the ultimate goal: PROFIT.
This workshop will take you through the strategies needed to implement a sustainable approach to reach your Profit goal. A whitepaper will be provided to attendees to take back to your hotel and guide you through implementation.
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Dr. Detlev Remy HSMAI Commercial Advisory Board and Associate Professor at Singapore Institute of Technology
HTNG Breakout Sessions
CASSIA 3311
Join this breakout session to explore the game-changing strategies and benefits of automating the end-to-end procurement process in the hospitality industry. From crafting recipes and managing purchases to optimizing inventory, menu costing, efficient receiving, and seamless payment processes, discover how automation can enhance operational efficiency, reduce costs, and elevate the overall guest experience. Don’t miss this opportunity to stay ahead in the competitive landscape of hotel management and technology integration.
Join industry experts and thought leaders in a dynamic panel discussion at the Hotel Technology Conference as they delve into the intricate challenges of deploying brand standard systems in the diverse and rapidly evolving Asian market, with a special emphasis on the unique complexities faced in China. Explore insights, strategies, and innovative solutions to ensure seamless integration and successful implementation, considering cultural nuances, regulatory landscapes, and technological adaptability.
A connected hotel requires the right infrastructure. We’ll share how the recently published Next Generation Infrastructure Technical Guide provides guidance on how to right-size a hotel’s infrastructure to ease onboarding of new technologies, improve the guest experience, and increase operational efficiencies.
A connected hotel requires the right infrastructure. We’ll share how the recently published Next Generation Infrastructure Technical Guide provides guidance on how to right-size a hotel’s infrastructure to ease onboarding of new technologies, improve the guest experience, and increase operational efficiencies.
Learn how Hoteliers are connecting with new innovative partners in record speed using the HTNG Express PMS specification.